Streamlining onboarding for returning users

Project

Returning user experience : Onboarding

Role

Product design, UX/UI, strategy

Client

Intuit TurboTax

+1 pp lift

~$4.5M impact

Should returning users be subject to the same onboarding process as new users?

Returning TurboTax users, already familiar with the platform, were forced to go through a full onboarding flow built for first-time filers. This led to redundancy, friction, confusing product recommendations, and high drop-off, particularly between authentication and income entry, and at product selection stages.

Scope

  • Strategy
  • User research
  • UX/UI

Measured success

  • Improved A2I by a 103 I2C

Insights from early research

User research and analytics revealed three critical pain points:

Redundant flows

Returning users were subjected to the same onboarding process as new users, creating unnecessary friction and fatigue.

Lack of personalization

Regardless of their cohort, first-year returner, veteran, or life-event filer, all users followed a single repetitive flow that failed to address their unique needs.

Fear of the unknown

Users expressed anxiety about refund outcomes, particularly if they anticipated a lower refund or balance due compared to prior years.

The task

My objective was to redesign onboarding for returning users to skip redundant steps, surface relevant life‑change prompts, establish trust with tailored product suggestions, and improve the conversion rate from Auth → Complete.

RITE testing & validation

I designed 8 initial concepts and narrowed them to 3 high-potential prototypes for user testing. In partnership with my cross-functional research lead, we conducted two rounds of Rapid Iterative Testing and Evaluation (RITE) with 12 returning DIY and DIWM users. These sessions, validated our direction, and directly informed key design decisions across the updated onboarding experience.

Key findings

  • Returning customers expressed frustration with repetitive questions and unclear product recommendations, which led to confusion and diminished trust in TurboTax.
  • There was a strong desire for a system that could recognize life changes and suggest personalized product choices based on these changes.
  • Customers valued efficiency and personalization, seeking a streamlined process that would remember their information year-to-year and minimize the time spent onboarding.

Updated user flow based on our findings

Project outcome

Results and impact

This project marked a significant leap forward in the quest to personalize and streamline a users experience. Early metrics indicate a substantial improvement in onboarding efficiency, with notable increases in A2I (Auth to Income) and A2C (Auth to Complete) rates among returning users. User feedback has been overwhelmingly positive, highlighting the reduction in effort and enhanced personalization as key benefits.

Insightful learnings

This project underscored the importance of personalization and efficiency in the user onboarding experience. One key learning was the critical role of data accuracy and machine learning models in personalizing the user journey. As we move forward, our team is focused on refining the ML models and exploring additional avenues for personalization, further reducing onboarding friction and enhancing user satisfaction.

+1 pp lift

~$4.5M impact

The success of review don’t do is a testament to the dedication and collaboration of our team

Special thanks to Sai Manohar Nethi for navigating through complex edge cases, and to JP Phousirith, Joey Hu, Cole Bickford, Norman Bell, and Erik Wirtz for their relentless testing efforts. Appreciation also goes to Jing Yuan, Shankar, @tkang1, and @jhsu3 for their instrumental role in developing the RedOn Model, and to Prageesh Gopakumar, Patrick Tsui, Danh Dang, and Will Jang for their invaluable PD support. This project was a collective effort, and its success reflects the hard work and innovation of the entire team.